Panasonic leads the air conditioner industry in Vietnam with 21% market share

1. STUDY ABOUT AIR-CONDITIONER MARKET
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Oct, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about air-conditioner market in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (11/09/2016 to 13/09/2016)
 Sample size: N = 400
 Geography: Nationwide

3. 2
KEY FINDINGS
• Toshiba, Panasonic and Samsung are top 3 well-known air-conditioner brands
• TV ads and Stores/Showrooms are effective channels to leverage brand awareness
• Panasonic is the market leader of air-conditioner market in Vietnam (21% share)
• Saving electricity is the top criteria for choosing an air-conditioner
• 81% are satisfied with their current air-conditioner brand and 13% are loyal with that brand
• 90% are using window air-conditioner
• 45% are using 1.5 HP air-conditioner
• 79% choose an Inverter air-conditioner
• 82% family own 1-2 air-conditioners in their house
• 51% intend to buy new air-conditioner and next one year and Daikin is the top choice
• Buy offering mosquito repellent function is a plus point of brand for attracting consumer

4. 3
N = 400
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
9%
9%
19%
30%
34%
Over 40
36-40
31-35
26-30
18-25
40%
60%
Male
Female
30%
2%
3%
3%
14%
48%
Others
Hải Phòng
Cần Thơ
Đà Nẵng
Hà Nội
Hồ Chí Minh
8%
2%
5%
6%
6%
10%
12%
52%
Others
Job seeker/Retired
Housewife
Self-employed
Factory Worker
Engineer/Doctor/Teacher
Student
Officer

5. 4
0%
17%
24%
35%
34%
55%
60%
63%
64%
63%
72%
70%
75%
73%
Hồ Chí Minh
2%
29%
18%
16%
43%
50%
55%
68%
75%
73%
71%
79%
77%
71%
Hà Nội
1%
17%
25%
15%
56%
62%
64%
57%
64%
67%
67%
66%
71%
77%
Others
OVERALL, TOSHIBA, PANASONIC AND SAMSUNG ARE TOP 3 WELL-
KNOWN AIR-CONDITIONER BRANDS IN VIETNAM
Do you know any air-conditioner brands listed below?
N = 400 N = 193 N = 56 N = 151
1%
18%
24%
25%
43%
57%
61%
62%
66%
66%
70%
70%
74%
74%
Others
Midea
TCL
Reetech
Aqua
Electrolux
Mitsubishi
Hitachi
LG
Sharp
Daikin
Samsung
Panasonic
Toshiba
Total

6. 5
OVERALL, TOSHIBA, PANASONIC AND SAMSUNG ARE TOP 3 WELL-
KNOWN AIR-CONDITIONER BRANDS IN VIETNAM
Do you know any air-conditioner brands listed below?
1%
18%
24%
25%
43%
57%
61%
62%
66%
66%
70%
70%
74%
74%
Others
Midea
TCL
Reetech
Aqua
Electrolux
Mitsubishi
Hitachi
LG
Sharp
Daikin
Samsung
Panasonic
Toshiba
Total
0%
12%
24%
19%
35%
49%
61%
62%
66%
66%
68%
67%
79%
71%
18-25
1%
23%
24%
22%
41%
57%
60%
71%
65%
60%
73%
68%
81%
79%
26-30
1%
16%
22%
30%
51%
59%
55%
53%
72%
62%
68%
76%
68%
72%
31-35
0%
25%
23%
38%
55%
70%
68%
54%
59%
78%
70%
74%
57%
74%
Over 35
N = 400 N = 137 N = 120 N = 74 N = 151
Sharp is the most well-known air conditioner brand of over 35 age group

7. 6
TV ADS AND STORES/SHOWROOMS ARE EFFECTIVE CHANNELS
TO LEVERAGE BRAND AWARENESS
How do you know these air-conditioner brands?
1%
24%
25%
27%
39%
41%
41%
51%
66%
72%
Others
In/ Out of home ads
Social ads (except Facebook)
Through sales person
See others use these smartphone
brands
Facebook ads
Through ads on news/ magazines
Friends/relatives' suggestion
Through stores/ showroom
TV ads
Total
1%
21%
19%
31%
39%
35%
39%
50%
63%
72%
Hồ Chí Minh
2%
32%
30%
18%
34%
48%
38%
64%
64%
71%
Hà Nội
1%
24%
30%
25%
40%
44%
44%
48%
70%
72%
Others
N = 400 N = 193 N = 56 N = 151
WOM affects more on brand awareness in Hanoi

8. 7
TV ADS AND STORES/SHOWROOMS ARE EFFECTIVE CHANNELS TO
GAIN BRAND AWARENESS ACROSS ALL AGE GROUPS
How do you know these air-conditioner brands?
1%
24%
25%
27%
39%
41%
41%
51%
66%
72%
Others
In/ Out of home ads
Social ads (except Facebook)
Through sales person
See others use these smartphone
brands
Facebook ads
Through ads on news/ magazines
Friends/relatives' suggestion
Through stores/ showroom
TV ads
Total
0%
18%
18%
31%
46%
38%
32%
53%
68%
66%
18-25
2%
21%
24%
26%
32%
37%
38%
50%
63%
75%
26-30
3%
34%
34%
22%
38%
47%
54%
47%
69%
74%
31-35
0%
29%
29%
25%
38%
45%
49%
54%
64%
75%
Over 35
N = 400 N = 137 N = 120 N = 74 N = 151

9. 8
OVERALL, PANASONIC, DAIKIN AND SHARP ARE TOP MOST USED
AIR-CONDITIONER BRANDS IN VIETNAM
Which brand of air-conditioner do you own?
0%
0%
0%
3%
4%
5%
7%
7%
7%
8%
8%
13%
18%
21%
Others
Midea
TCL
Reetech
Hitachi
Electrolux
Aqua
Mitsubishi
Samsung
Toshiba
LG
Sharp
Daikin
Panasonic
Total
0%
0%
0%
5%
3%
3%
4%
5%
9%
8%
7%
12%
18%
25%
Hồ Chí Minh
0%
2%
0%
0%
5%
7%
4%
2%
4%
4%
20%
16%
20%
18%
Hà Nội
1%
0%
1%
1%
3%
7%
11%
12%
5%
8%
5%
13%
17%
17%
Others
N = 400 N = 193 N = 56 N = 151
Hanoian likes LG more than others

10. 9
18-25 AGE GROUP USES PANASONIC, 26~35 OWNS DAIKIN
WHILE OVER 35 GROUP CHOOSES SHARP
Which brand of air-conditioner do you own?
0%
0%
0%
3%
4%
5%
7%
7%
7%
8%
8%
13%
18%
21%
Others
Midea
TCL
Reetech
Hitachi
Electrolux
Aqua
Mitsubishi
Samsung
Toshiba
LG
Sharp
Daikin
Panasonic
Total
0%
1%
0%
4%
4%
4%
7%
7%
6%
2%
11%
11%
15%
29%
18-25
1%
0%
0%
0%
4%
2%
3%
9%
8%
9%
6%
14%
24%
19%
26-30
0%
0%
0%
3%
3%
8%
11%
8%
5%
11%
9%
8%
18%
16%
31-35
0%
0%
1%
6%
3%
9%
7%
3%
9%
12%
6%
20%
13%
12%
Over 35
N = 400 N = 137 N = 120 N = 74 N = 151

11. 10
TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE
PANASONIC OWNS THE HIGHEST MARKET SHARE IN VIETNAM
Which air-conditioner brands do you know?
Which air-conditioner brand do you own currently?
N = 400
74% 74%
70% 70%
66% 66%
62% 61%
57%
43%
25%
24%
18%
1%
8%
21%
7%
18%
13%
8%
4%
7%
5%
7%
3%
0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Awareness
Usage

12. 11
TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE
PANASONIC OWNS THE HIGHEST MARKET SHARE IN VIETNAM
Which air-conditioner brands do you know?
Which air-conditioner brand do you own currently?
N = 400
Low
Low
High
High
Usage
Awareness
Toshiba
Panasonic
Samsung
Daikin
Sharp
LG

13. 12
SAVING ENERGY, DURABILITY AND PRICE ARE THE TOP CRITERIA
FOR CHOOSING AN AIR-CONDITIONER IN VIETNAM
Why do you choose this brand of air-conditioner?
1%
11%
12%
14%
18%
19%
20%
24%
28%
31%
32%
37%
40%
42%
51%
63%
70%
73%
Others
Sales person suggested me
Frequent promotions
Have children mode
To dismiss mosqito
Good customer service
Auto restart after power cut
My friends/ relative suggested
Skin care and moiturizing
Good warranty
Can adjust time
Suitable fan speed
Be Janpaneses brand
Cool up quickly
Beautiful design
Good price
Durability
Saving energy
Total

14. 13
PANASONIC / DAIKIN = SAVING ENERGY + HIGH DURABILITY +
AFFORDABLE PRICE
Why do you choose this brand of air-conditioner?
1%
11%
12%
14%
18%
19%
20%
24%
28%
31%
32%
37%
40%
42%
51%
63%
70%
73%
Others
Sales person suggested me
Frequent promotions
Have children mode
To dismiss mosqito
Good customer service
Auto restart after power cut
My friends/ relative suggested
Skin care and moiturizing
Good warranty
Can adjust time
Suitable fan speed
Be Janpaneses brand
Cool up quickly
Beautiful design
Good price
Durability
Saving energy
Total
1%
10%
16%
14%
11%
20%
13%
30%
37%
29%
28%
43%
51%
47%
57%
72%
81%
80%
Panasonic
3%
7%
10%
6%
13%
10%
19%
33%
17%
21%
26%
33%
44%
44%
35%
50%
74%
81%
Daikin
N = 400 N = 83 N = 72

15. 14
SHARP / LG / TOSHIBA = SAVING ENERGY + AFFORDBALE PRICE +
HIGH DURABILITY
Why do you choose this brand of air-conditioner?
1%
11%
12%
14%
18%
19%
20%
24%
28%
31%
32%
37%
40%
42%
51%
63%
70%
73%
Others
Sales person suggested me
Frequent promotions
Have children mode
To dismiss mosqito
Good customer service
Auto restart after power cut
My friends/ relative suggested
Skin care and moiturizing
Good warranty
Can adjust time
Suitable fan speed
Be Janpaneses brand
Cool up quickly
Beautiful design
Good price
Durability
Saving energy
Total
0%
8%
17%
23%
25%
15%
15%
15%
33%
35%
42%
38%
42%
48%
58%
73%
67%
73%
Sharp
0%
3%
12%
15%
6%
15%
15%
21%
24%
33%
18%
27%
15%
39%
58%
73%
64%
73%
LG
0%
17%
10%
13%
20%
10%
33%
37%
27%
37%
33%
50%
50%
50%
43%
63%
60%
63%
Toshiba
N = 400 N = 52 N = 33 N = 30

16. 15
81% SATISFIED WITH THEIR CURRENT AIR-CONDITIONER BRAND
Are you satisfied with your current brand of air-conditioner?
Panasonic owns the highest top box of satisfaction ratio (37%)
1% 0% 0% 0% 0% 3%
19%
10%
19% 19%
14%
27%
58%
53%
56%
60% 67%
58%
23%
37%
25%
21% 18%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Toshiba Sharp Daikin Panasonic LG
Totally satisfied
Satisfied
Normal
Unsatisfied
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30

17. 16
IMPROVING MOSQUITO REPELLENT FUNCTION CAN MAKE USERS
HAPPIER
75%
3%
8%
9%
11%
12%
12%
14%
16%
16%
15%
16%
20%
26%
30%
Nothing
Others
Poor quality
No timer function
Slow cooling
Products are NOT diverse/ fashionable
Poor warranty service
Be more expensive compared to real value
Don't save energy
No air purifier function
Water leak
Make noise
No Kid mode
Drying the skin
No mosquito repellent function
Total
Is there anything make you feel unhappy about this brand?

18. 17
PANASONIC / SHARP = NO MOSQUITO REPELLENT + DRY SKIN
DAIKIN = EXPENSIVE COMPARING WITH REAL VALUE + DRY SKIN
Is there anything make you feel unhappy about this brand?
75%
3%
8%
9%
11%
12%
12%
14%
16%
16%
15%
16%
20%
26%
30%
Nothing
Others
Poor quality
No timer function
Slow cooling
Products are NOT diverse/ fashionable
Poor warranty service
Be more expensive compared to real value
Don't save energy
No air purifier function
Water leak
Make noise
No Kid mode
Drying the skin
No mosquito repellent function
Total
82%
2%
6%
8%
7%
11%
8%
6%
7%
11%
14%
14%
11%
18%
29%
Panasonic
71%
1%
3%
7%
4%
7%
7%
24%
14%
11%
13%
7%
17%
24%
22%
Daikin
71%
0%
10%
8%
13%
10%
15%
13%
19%
17%
13%
21%
19%
35%
27%
Sharp
N = 400 N = 83 N = 52N = 72
Daikin = Drying the skin + Be more expensive compared to real value

19. 18
TOSHIBA = NO MOSQUITO REPELLENT FUNCTION + NO KID MODE
LG = NO MOSQUITO REPELLENT FUNCTION + DRYING THE SKIN
Is there anything make you feel unhappy about this brand?
75%
3%
8%
9%
11%
12%
12%
14%
16%
16%
15%
16%
20%
26%
30%
Nothing
Others
Poor quality
No timer function
Slow cooling
Products are NOT diverse/ fashionable
Poor warranty service
Be more expensive compared to real value
Don't save energy
No air purifier function
Water leak
Make noise
No Kid mode
Drying the skin
No mosquito repellent function
Total
87%
3%
3%
10%
13%
17%
13%
7%
10%
20%
13%
13%
30%
13%
37%
Toshiba
64%
3%
3%
12%
24%
15%
18%
9%
15%
15%
21%
27%
15%
33%
36%
LG
N = 400 N = 33 N = 30

20. 19
13% ARE LOYAL WITH THEIR CURRENT AIR CONDITIONER BRAND
What is your intention toward your current air-conditioner?
Daikin owns highest ratio of loyal consumer (24%)
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
1% 0% 0% 0% 0% 1%
8% 8%
19% 20%
33%
19%
19%
8%
8% 3%
6%
20%
59%
60%
60% 63%
48%
52%
13%
24%
13% 13% 12%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Daikin Sharp Toshiba LG Panasonic
It is the only brand I
would use
It is a prior brand
I will try other brand
I will use this brand
in parallel with others
I will switch to other
brand

21. 20
TOSHIBA GAINS THE HIGHEST SATISFACTION WHILE
DAIKIN GAINS THE HIGHEST LOYALTY
Are you satisfied with your current brand of air-conditioner?
What is your intention toward your current air-conditioner?
N = 400
Low
High
High
Loyalty
Satisfaction
ToshibaSharp
Daikin
Panasonic
LG
Low

22. 21
78% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Will you recommend this brand of air-conditioner to others?
Toshiba has the highest top box recommendation level comparing with others
0% 0% 0% 1% 0% 0%1% 3% 0%
1%
0% 0%
22% 13% 19% 11%
30%
24%
50%
47%
46%
53%
46% 55%
28%
37% 35% 33%
24% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Toshiba Sharp Daikin Panasonic LG
I will recommend
definitely
I will recommend
I may recommend
I will not
recommend
I will not
recommend
definitely
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30

23. 22
75% ARE USING ONE WAY AIR-CONDITIONER
Is your air-conditioner one-way or two way?
25% 23%
28%
23%
18%
30%
75% 77%
72%
77%
82%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Panasonic Daikin Sharp LG Toshiba
One way
Two way
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30

24. 23
90% ARE USING WINDOW AIR-CONDITIONER
What is the type of your current air-conditioner?
3% 4% 3% 4%
0% 0%
7% 5% 7% 6% 12% 10%
90% 92% 90% 90% 88% 90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Panasonic Daikin Sharp LG Toshiba
Window air-
conditioner
Portable air-
conditioner
Inbuilt air-conditioner
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30

25. 24
79% ARE USING INVERTER AIR-CONDITIONER
Is your home air- conditioner an Inverter one (electricity- saving) ?
N = 400
79%
22%
Yes
No

26. 25
45% ARE USING 1.5 HP AIR-CONDITIONER
How much power (HP) does your air-conditioner has?
6% 7%
1%
8%
0%
13%
24%
46%
29%
12% 24%
17%
45%
33%
53%
58%
52%
30%
24%
13% 15%
21% 24%
40%
1% 1% 1% 2% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Panasonic Daikin Sharp LG Toshiba
0.75 HP
1.0 HP
1.5 HP
2.0 HP
Over 2 HP
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30

27. 26
82% FAMILY OWN 1-2 AIR-CONDITIONERS IN THEIR HOUSE
How many air-conditioner are there in your house?
N = 400 N = 83 N = 72 N = 52 N = 33 N = 30
1% 1% 0% 0% 0% 0%1% 2%
0% 2% 0% 0%
5%
7%
7% 2%
0%
7%
11%
12%
11%
12%
9%
20%
34% 22%
40%
38%
36%
37%
48%
55%
42%
46%
55%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Panasonic Daikin Sharp LG Toshiba
1
2
3
4
5
Over 5

28. 27
61% SPEND FROM $250 - $500 TO OWN AN AIR-CONDITIONER
How much do you spend on your air-conditioner?
The higher income, the more spending on air-conditioner
N = 400 N = 137 N = 120 N = 74 N = 69
2% 2% 2% 1% 1%
2% 2% 4%
1% 0%
5% 4% 3% 8%
7%
27%
22%
35%
26%
23%
38%
42%
33%
43%
36%
23% 25%
20% 16%
30%
3% 3% 3% 4% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 31-35 Over 35
Under $250
$250- $350
$351- $500
$501- $750
$751- $1000
$1001-$1250
Above $1250
2% 1% 0% 2% 5%2% 1% 0%
3%
6%5%
2% 4%
6%
10%
27%
27% 24%
25%
32%
38%
33% 38%
50%
29%
23%
33% 29%
13%
17%
3% 3% 5% 2% 2%
Total Under $450 $451 - $700 $701 - $1000 Over $1000
N = 400 N = 97 N = 103 N = 116 N = 84

29. 28
51% INTEND TO BUY AIR-CONDITIONER IN THE NEXT 1 YEAR
Do you intend to buy air- conditioner in the next 1 year?
N = 400
51%
49%
Yes
No

30. 29
22% INTEND TO BUY DAIKIN AIR-CONDITIONER IN THE NEXT YEAR
Do you intend to buy air- conditioner in the next 1 year?
If Yes, Which brand will you choose?
0%
1%
1%
3%
4%
6%
7%
9%
9%
10%
13%
14%
22%
TCL
Midea
Reetech
Hitachi
Electrolux
Mitsubishi
Samsung
Panasonic
Toshiba
Aqua
LG
Sharp
Daikin
N = 203

31. 30
SAVING ENERGY STILL THE TOP REASON FOR CHOOSING AN
AIR-CONDITIONER
Do you intend to buy air- conditioner in the next 1 year?
If Yes, Which functions do you concern the most when buying air- conditioner?
0%
31%
41%
45%
45%
47%
47%
52%
57%
57%
82%
Others
Auto restart after power cut
Can adjust time
Cool up quickly
Have Kid Mode
Skin care and moiturizing
Suitable fan speed
Work smoothly
Air purifier function
Can dismiss mosqito
Saving energy
N = 203

32. 31
85% LIKES AN AIR-CONDITIONER HAVE ORIGIN FROM JAPAN
Do you intend to buy air- conditioner in the next 1 year?
If Yes, which country of origin do you prefer?
1%
2%
2%
2%
6%
85%
I don't care about origin
European
Korea
Thailand
Vietnam
Japan
N = 203

33. 32
85% LIKES AN AIR-CONDITIONER HAVE ORIGIN FROM JAPAN
Do you intend to buy air- conditioner in the next 1 year?
If No, Where did you buy your air-conditioner?
1%
1%
1%
15%
83%
Others
Buy online on E-Commerce sites
Repair shop
Official store/Showroom
Electric center
N = 197

34. 33
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

35. 34
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654